# DACIA SANDERO STEPWAY A BRAND PLATFORM

Cecilia  Pre*  –  strategic  planner    Ceciliapre*@gmail.com    Dacia  Sandero  case  history  

CHALLENGE Show that you can have a very good and valuable product with an accessible budget. DISCOVERY ON THE TARGET A generation that have discovered the importance of good value for money and it is proud of it. They look for a brand that can answer their need to feel SMART: not more looking for a brand as a status symbol BUT as a mirror of their economic and social “maturity”. NOT a sacrifice BUT a conscious choice. INSIGHT When I choose those products defined as low cost, I do not do it as a sacrifice but because it makes me feel good to have quality at the right price. STRATEGY Show people you can make your wishes come true even with a low budget in line with Dacia’s values. IDEA Three different sectors’ specialists show us how it is actually possible to get the best of our daily projects with a low budget; 7.900 EUROS, the same price of the new Dacia Sandero.

# DACIA SANDERO STEPWAY

Cecilia  Pre*  –  strategic  planner    Ceciliapre*@gmail.com    Dacia  Sandero  case  history  

CONCEPT

A BUDGET LIFE. LINE GET MARRIED, GET DRESSED AND RENEW YOUR HOUSE WITH 7.900 EURO.

# DACIA SANDERO STEPWAY

Cecilia  Pre*  –  strategic  planner    Ceciliapre*@gmail.com    Dacia  Sandero  case  history  

SPECIALISTS We chose three specialists got famous to audience thanks to their personal live show on Real Time channel.

# DACIA SANDERO STEPWAY

CARLA GOZZI PERSONAL SHOPPER

ENZO MICCIO WEDDING PLANNER

PAOLA MARELLA INTERIOR DESIGNER

Cecilia  Pre*  –  strategic  planner    Ceciliapre*@gmail.com    Dacia  Sandero  case  history  

THANK YOU

Cecilia  Pre*  –  strategic  planner    Ceciliapre*@gmail.com    Dacia  Sandero  case  history